“The main target of ‘The Red Zone’ is sports fans who can relate to a rivalry story,” Buffalo Wild Wings vp of marketing Bob Ruhland tells AdFreak. “But we hope the idea of dressing up as something for a laugh, and then believing the makeup is actually possessing you, plays to a much broader audience of comedy and horror fans.”

The full-length clip is running on the chain’s social channels, while a 30-second teaser shows up across sites ranging from ESPN and Fox Sports to ENT and Vevo:

It turns out the crew had a spooky experience of their own while filming on location.

“We shot the basement scene early,” recalls agency group creative director Harris Wilkinson. “[Later,] every time we were between takes in other parts of the house, we would hear a soft thumping and horrific chewing coming through the home’s vents. It was obvious the sounds were coming from the basement. We assumed one of the crew was playing a joke, but it was annoying, so we went to investigate. We were surprised to find the homeowner had locked the lone basement door after we wrapped that scene. And when she opened it, we were even more surprised to discover the basement was completely empty.”

Get out of the house! GET OUT OF THE HOUSE! Oh, wait. They left weeks ago when the shoot was done. Never mind.

David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.